APR 280 Lesson 18 and 19 Notes
APR 280 Lesson 18 and 19 Notes APR 280
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This 4 page Class Notes was uploaded by Tricia Sylvia on Saturday March 26, 2016. The Class Notes belongs to APR 280 at University of Alabama - Tuscaloosa taught by Brandon K. Chicotsky in Spring 2016. Since its upload, it has received 9 views. For similar materials see Investigation and Insights in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/26/16
Lesson 19 Thursday, March 31, 2016 8:15 AM IRB: Internal Review Board • Must approve study when people are involved in ACADEMIC STUDIES Biosimlars • you can DIY medicines Climate apartheid • Any city based waterfront needs to change o Island countries like japan are going to need to completely change with rising water levels Crowd economy • The marketplace ecosystem of peer -‐to-‐peer sharing of resources and sources • Collaborative consumption o Renting out a power drill while you aren't using it Cultural permission • The idea that brands need permission to participate in cultural movements and trends or risk appearing insincere or out of sync Cymatics • The new year will continue to celebrate synt hetics, especially with visual and sound Data as currency • Facebook and Instagram selling data Defictionalization • Example: war reenactments or harry potter world Deviant economy • The deep web/silk road Donolli • Food hybrids-‐-‐crount Droning • Drones are growing E Sports • Oculus rift • Video games are now large scale spectator sports, filling entire arenas with live audiences and commentary Early Onset Nostalgia • Hipsters are an example • Sentimental remembrance and longing for a not -‐so-‐distance past Emoji Diversity • The movement to make small digital faces prominent Epigenetics • The study of interaction of genetic material (DNA) with the environment • New scientific discoveries have confirmed that we can alter our genes through our actions • Nature v nurture deviate will resurface Episodic Binge • 61% of people binge watch Exoskeletons • Boston dynamics exoskeleton Fairy Tale Living • Showing off Fan girls • Never die Flattening • Democratization of everything resulting in homogenization of culture, gender, and political views • Bifurcation growing difference between rich and poor Fleekness • "eyebrows on fleek" vine by Peaches Gesture Control • Augmented reality • Hand gestures mean something in tech Gram It • Instagram foodies Gut-‐Brain Health • New scientific discoveries show the link between microbiome of our stomach and cognitive functioning of the brain Hack Life • Customizing life or creating things to suit your personal needs Haptic Touch • Sensors on your fingers that let you feel and manipulate VR JOMO • Joy of missing out • Giving oneself permission to decline invitations or opt out of social interactions • In a culture where we're constantly surrounded with noise, consumers find bliss and inner peace when they embrace tuning out Lesson 18 Interviews continued Tuesday, March 29, 2016 8:09 AM What is the point of this class? To learn about the research process and how to apply it Advantages of interview method • Feedback and clarification • Probing complex answers • Length of interview • Completeness of questionnaires • Props and visual aids • High participation Disadvantages • Cost lack of anonymity • Necessity for call backs • Variance effects • Example: • Dishonesty • Personal style • Global/cultural considerations Interviewer criteria • Knowledgeable with topic • Outline procedure/structuring • Clear simple and short questions • Gentle tolerance patience • Steering avoid digressions from topics Topics of research questions • Behaviors • Opinions values • Feelings • Knowledge • Sensory • Background/demographics Types of interview methodology: • Structured • Semi structured • Unstructured A conversation between two or more people where questions are asked is an interview Interview methodology: • Qualitative • More descriptive • Not numerically valued • Can make it quant by coding How a theory is proven: • Approach • Theory • Law • Good theory is simple • Heuristic: easily applicable to many different topics Null Hypothesis • An idea that is predicative and making it a negative • This wont happen if this happens Interview methodology • Used as a technique to understand the experiences of others • A guide for researchers in education in the social sciences What about in industry? • The qualitative research interview seeks to Personal interviews • More intimate than a questionnaire • Opportunity to probe or ask follow -‐up questions as apposed to surveys that may not provide this opportunity • Interviewer is considered part of the measurement instrument • Must be well-‐trained in how to gauge opinions or respond to various reactions • Participant scan paint a picture of a specific event or provide a clear perspective DATA TELLS A STORY • Social cues • Voice intonation of sound body language Technique • Listen • Ask follow up questions to clarify • Be respectful of boundaries • Don’t interrupt • Aim for a comfortable experience Advantages of interviews • Researchers can tailor questions to respondents s answers • Interviewers can inquire for more info or explanations • Learning from strangers. The art and method of qualitative interview studies -‐Weiss 94 • More personalized inquiries compared to questionnaires for example Disadvantages • Interviewer bias • Time consuming • Expensive • Logistics Gubrium and Holstein interview series look up